One of Facebook’s very own internal reports on the state of Facebook has seen the light of day, and it is revolting.
Its revelations include:
- As of October 2019, around 15,000 Facebook pages with a majority US audience were being run out of Kosovo and Macedonia, known bad actors during the 2016 election.
- Collectively, those troll-farm pages—which the report treats as a single page for comparison purposes—reached 140 million US users monthly and 360 million global users weekly. Walmart’s page reached the second-largest US audience at 100 million.
- The troll farm pages also combined to form:
- the largest Christian American page on Facebook, 20 times larger than the next largest—reaching 75 million US users monthly, 95% of whom had never followed any of the pages.
- the largest African-American page on Facebook, three times larger than the next largest—reaching 30 million US users monthly, 85% of whom had never followed any of the pages.
- the second-largest Native American page on Facebook, reaching 400,000 users monthly, 90% of whom had never followed any of the pages.
- the fifth-largest women’s page on Facebook, reaching 60 million US users monthly, 90% of whom had never followed any of the pages.
- Troll farms primarily affect the US but also target the UK, Australia, India, and Central and South American countries.
- Facebook has conducted multiple studies confirming that content more likely to receive user engagement (likes, comments, and shares) is more likely of a type known to be bad. Still, the company has continued to rank content in user’s newsfeeds according to what will receive the highest engagement.
- Facebook forbids pages from posting content merely copied and pasted from other parts of the platform but does not enforce the policy against known bad actors. This makes it easy for foreign actors who do not speak the local language to post entirely copied content and still reach a massive audience. At one point, as many as 40% of page views on US pages went to those featuring primarily unoriginal content or material of limited originality.
- Troll farms previously made their way into Facebook’s Instant Articles and Ad Breaks partnership programs, which are designed to help news organizations and other publishers monetize their articles and videos. At one point, thanks to a lack of basic quality checks, as many as 60% of Instant Article reads were going to content that had been plagiarized from elsewhere. This made it easy for troll farms to mix in unnoticed, and even receive payments from Facebook.
Troll farms. It’s all troll farms, as far as you can see. This service I signed up for to keep in touch with family has instead become a service for Eastern European assholes to keep in touch with me.
Although, I guess things do change. If Facebook had stayed true to its original purpose, we’d be using it to track hot girls on campus. The legitimate social functions were just a passing phase in Facebook’s process of becoming whatever the hell it is now.
I’ll be posting my announcement that I’m leaving Facebook right now, and let it sit there for a few days…and then I’ll nuke my account during my Sunday livestream. That’ll be fun.